UNICEF and Cartoon Network �Three-peat� Partnership for Third Annual Trick-or-Treat for UNICEF
Network to Enlist Local Cable Operators in Community Outreach Programs to Benefit Kids Around the World; Commitment Includes On-Air Cross-Channel Spots, Online Games, Cartoon Orbit C-Toons, Educational Materials, Local UNICEF Event Support
For a third year, Cartoon Network will join UNICEF (United Nations Children�s Fund) this fall as the official television network partner for the global organization�s renowned annual Trick-or-Treat for UNICEF fundraising campaign. Capitalizing on its valuable brand strength and animation resources, Cartoon Network will serve primarily as UNICEF�s ambassador to cable affiliates around the country, offering on-air and off-channel media support along with special tools designed to create customized UNICEF programs for Halloween celebrations in local markets. Participating cable operators will be able to select from a variety of materials to help encourage children and parents within any community to participate in this time-honored family tradition of giving. Additionally, Cartoon Network will provide on-air and online media support for the national campaign, as well as sponsorship of select affiliate market events.
�Cartoon Network is very honored to join UNICEF again this year in its mission to empower kids to help other kids around the world,� said Jim Samples, president of Cartoon Network International. �The characters from Codename: Kids Next Door are just some of the Cartoon Network stars who will encourage kids and their parents to join in the cause�and the fun�of making Halloween both enjoyable and worthwhile.�
�By providing operators a unique opportunity to participate at the local level, a record number of participants have signed up this year,� said Heather Baldino, vice president, network marketing and operations, Turner Network Sales (TNS). �It's proof that, together, programmers and operators can produce meaningful benefits for children in need overseas.�
Detailed components of Cartoon Network�s outreach as the Official Television Network for Trick-or-Treat for UNICEF include:
CABLE AFFILIATE PARTNERSHIPS
Cartoon Network and its participating cable affiliates will pool resources to ensure that Trick-or-Treat for UNICEF�s message is delivered on a local level. The network is providing two customizable image PSA spots, along with customizable ad slicks, a customizable press release, On-Hold message scripts, customer service rep one-sheets, community outreach ideas, information about how to order orange donation boxes and a list of USA Fund for UNICEF regional offices. As an incentive, the first 100 systems that sign up with the program and agree to run a minimum of 200 PSA spots during the October 1-31 promotional window will receive Cartoon Network premiums, including 250 frisbees, 250 stickers, 250 tattoos, 250 trick-or-treat bags and 250 orange collection boxes, to �cartoonize� their Halloween events.
ON-AIR SPOTS (PSAs)
Cartoon Network launches its inaugural campaign effort with custom interstitials integrating Cartoon Network�s original characters in support of Trick-or-Treat for UNICEF. Telecast from Sept. 27�Nov. 7, these generic spots will run repeatedly in cross-channel inventory on Cartoon Network as well as the Turner family of networks including TBS, TNT, CNN and Turner South. Additional :30 and :23/:07 spots, scheduled to run Oct. 1�31, will be offered in customized versions to participating cable affiliates. Mention of local sponsors (such as national sponsor Pier 1 Imports) and/or taggable endings noting where to make donations or pick up orange collection boxes will be included in the spots. Final spots running Nov. 1-7 will alert viewers where/how to drop off their donations at Coinstar machines located at participating supermarkets.
CartoonNetwork.com, one of the Internet�s most popular family Web sites, will create a unique Web page that will educate users about the Trick-or-Treat for UNICEF program, encourage participation and provide a direct link to the UNICEF homepage. In addition, CartoonNetwork.com will offer an exclusive Shockwave� interactive game themed around Halloween and Trick-or-Treat for UNICEF that incorporates multiple Cartoon Network characters. Finally, Cartoon Orbit, the network�s acclaimed online digital trading community, will present original C-Toons (digital trading cards) each week of the UNICEF campaign Oct. 1-31 for Orbiters to collect and earn additional points. All online elements serve to drive participation with the Trick-or-Treat for UNICEF campaign.
UNICEF LOCAL EVENTS AND PUBLIC RELATIONS
Cartoon Network also will work hand in hand with Trick-or-Treat for UNICEF to enhance its own scheduled �kick-off� and �wrap-up� events in select markets around the country. The network will provide trade media merchandising, sponsor costume character appearances and donate an assortment of Cartoon Network premiums.
UNICEF will distribute in-school educational materials for grades K-12 that feature Cartoon Network branding. These studied resources serve to challenge students to participate in Trick-or-Treat for UNICEF and solicit their friends to join in the fundraising effort within their school district.
TIME WARNER OFFICE SUPPORT
Not to neglect the homefront, each of Time Warner�s corporate offices�various sites located in Atlanta, Burbank, Dulles and New York�will be contacted to create Trick-or-Treat for UNICEF awareness among employees and to encourage donations. Employee kick-off events will be held in early October that will feature costume characters to distribute donation boxes, informational one-sheets and pre-Halloween candy. Trick-or-Treat for UNICEF information will be posted on the Time Warner Intranet Homepage and the ECHO (Employees Caring and Helping Others) Foundation Web page on Orbit, Turner Broadcasting�s intranet.
Cartoon Network�s spots will reinforce the ease with which the recognizable orange collection boxes can be obtained and, ultimately, how change can be redeemed at Coinstar coin processing machines located in more than 9,000 grocery stores throughout the United States. Donation boxes can be picked up through participating retailers, including Pier 1 Imports, IKEA and numerous grocery stores. Trick-or-Treat for UNICEF materials will be available starting in September and can be acquired by calling 1-800-4-UNICEF, accessing the UNICEF homepage at http://www.unicefusa.org or by writing the U.S. Committee for UNICEF at 333 East 38th Street, New York, NY, 10016.
The U.S. Committee for UNICEF works for the survival, protection and development of children worldwide through education, advocacy and fundraising. It is the oldest of 37 national committees around the world that support UNICEF�s mission. Funds generated�including the more than $123 million to date from Trick-or-Treat for UNICEF programs�help support UNICEF�s efforts to provide medicines, vaccines, clean water and sanitation, nutritious foods and basic education to millions of children in more than 160 countries and territories.
Cartoon Network, currently seen in 87.1 million U.S. homes and 160 countries around the world, is Turner Broadcasting System, Inc.�s 24-hour, ad-supported cable service offering the best in animated entertainment. Drawing from the world�s largest cartoon library, Cartoon Network showcases unique original ventures such as Codename: Kids Next Door, Duck Dodgers, Teen Titans, The Powerpuff Girls, Dexter�s Laboratory, Samurai Jack, Courage the Cowardly Dog, Ed, Edd n Eddy and other Cartoon Cartoons. Cartoon Network also features Adult Swim, its signature late night block of animation for grownups. Since its launch in 1992, Cartoon Network has remained one of ad-supported cable�s highest-rated networks. Cartoon Network�s Web site is located at http://www.CartoonNetwork.com (AOL Keyword: Cartoon Network).
Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.